SEO in 2025 is more competitive than ever. With Google's constant algorithm updates and the rise of AI-generated content, getting your website to rank requires a comprehensive, strategic approach.
We've compiled this checklist based on our experience helping European businesses improve their search visibility. Follow these 25 steps to build a solid SEO foundation.
Technical SEO (Steps 1-10)
1. Ensure Your Site is Crawlable
Check your robots.txt file to make sure you're not accidentally blocking important pages. Use Google
Search Console to identify any crawl errors.
2. Create and Submit an XML Sitemap
Your sitemap helps search engines discover all your pages. Submit it through Google Search Console and Bing Webmaster Tools. Keep it updated automatically.
3. Implement HTTPS
HTTPS is a ranking factor. Ensure all pages are served over HTTPS with a valid SSL certificate. Redirect all HTTP URLs to their HTTPS versions.
4. Optimize Core Web Vitals
Google's Core Web Vitals measure user experience:
- LCP (Largest Contentful Paint) — Should be under 2.5 seconds
- FID (First Input Delay) — Should be under 100ms
- CLS (Cumulative Layout Shift) — Should be under 0.1
5. Ensure Mobile-Friendliness
Google uses mobile-first indexing. Test your site with Google's Mobile-Friendly Test and ensure all content is accessible on mobile devices.
6. Improve Page Speed
Use tools like PageSpeed Insights and GTmetrix. Common optimizations include:
- Compress and optimize images
- Enable browser caching
- Minify CSS and JavaScript
- Use a CDN for faster delivery
7. Fix Broken Links
Broken internal and external links hurt user experience and crawl efficiency. Regularly audit your site for 404 errors and fix or redirect them.
8. Implement Structured Data
Schema markup helps search engines understand your content. Implement relevant schema types:
- Organization/LocalBusiness for your company
- Article schema for blog posts
- Product schema for e-commerce
- FAQ schema for question-based content
9. Set Up Canonical URLs
Canonical tags prevent duplicate content issues. Ensure every page has a self-referencing canonical tag, and use them to consolidate similar pages.
10. Create a Clean URL Structure
URLs should be descriptive, short, and include target keywords. Avoid parameters when possible. Use hyphens to separate words.
"Technical SEO is the foundation. Without it, even the best content won't reach its ranking potential."
On-Page SEO (Steps 11-18)
11. Conduct Keyword Research
Use tools like Ahrefs, SEMrush, or Google Keyword Planner to find relevant keywords. Focus on:
- Search volume and difficulty
- Search intent (informational, transactional, navigational)
- Long-tail variations
12. Optimize Title Tags
Title tags are crucial for rankings and click-through rates. Best practices:
- Include primary keyword near the beginning
- Keep under 60 characters
- Make them compelling and unique
- Include your brand name
13. Write Compelling Meta Descriptions
While not a direct ranking factor, meta descriptions affect CTR. Keep them under 160 characters, include keywords naturally, and add a call to action.
14. Use Header Tags Properly
Structure your content with a clear hierarchy:
- One H1 per page (your main title)
- H2s for main sections
- H3s for subsections
- Include keywords naturally in headers
15. Optimize Content for Target Keywords
Include your target keyword in:
- The first 100 words
- Headers and subheaders
- Throughout the body (naturally)
- Image alt text
- URL slug
16. Create Comprehensive Content
Longer, more comprehensive content tends to rank better. Cover topics thoroughly, answer related questions, and provide genuine value. Aim for content that's better than what currently ranks.
17. Optimize Images
Images should be:
- Compressed without losing quality
- In modern formats (WebP, AVIF)
- Have descriptive file names
- Include relevant alt text
- Lazy-loaded when below the fold
18. Internal Linking Strategy
Internal links distribute page authority and help users navigate. Link to relevant content using descriptive anchor text. Create pillar pages that link to related cluster content.
Off-Page SEO (Steps 19-25)
19. Build Quality Backlinks
Focus on earning links from authoritative, relevant websites. Quality matters more than quantity. Tactics include:
- Guest posting on industry blogs
- Digital PR and journalist outreach
- Creating linkable assets (studies, tools, guides)
- Broken link building
20. Claim Business Listings
For local SEO, claim and optimize your Google Business Profile, Bing Places, and relevant industry directories. Ensure NAP (Name, Address, Phone) consistency across all listings.
21. Encourage Reviews
Reviews impact local rankings and click-through rates. Encourage satisfied customers to leave reviews on Google, Trustpilot, and industry-specific platforms.
22. Monitor Brand Mentions
Track unlinked brand mentions and reach out to convert them into backlinks. Use tools like Google Alerts, Mention, or Ahrefs Alerts.
23. Social Media Presence
While not a direct ranking factor, social media helps with brand awareness, content distribution, and can indirectly lead to backlinks.
24. Analyze Competitors
Study what's working for competitors:
- What keywords are they ranking for?
- Where are they getting backlinks?
- What content performs best?
- What gaps can you fill?
25. Track and Measure Results
SEO without measurement is guesswork. Track:
- Keyword rankings (weekly)
- Organic traffic (Google Analytics)
- Conversions from organic
- Core Web Vitals
- Backlink growth
Conclusion
SEO is a long-term investment. Don't expect overnight results — consistent effort over 3-6 months typically shows significant improvements. Focus on creating genuinely valuable content, providing excellent user experience, and building your site's authority naturally.
This checklist provides a solid foundation, but every website is different. For a personalized SEO strategy, contact our team for a free audit.